Brand Tone

Aspirational & Adventurous, Friendly & Approachable, Authentic & Trustworthy, Quality-Conscious & Value-Driven

Brand Values

• •Quality & Craftsmanship
• •Australian Identity
• •Adventure & Outdoors
• •Style & Affordability
• •Customer Connection
• •Sun Safety

Best Practices

• •Develop a "Brand Voice Chart": Document key characteristics of your tone (e.g., adventurous, friendly, authentic), along with "do's and don'ts" for language, specific words to use/avoid, and examples. Share this with anyone creating content.
• •Embrace the "Aussie Lifestyle" Lexicon (Authentically): Incorporate relatable Australian colloquialisms or references where appropriate and natural, reinforcing the brand's origin and connection with its target audience. Avoid forcing it if it doesn't sound genuine.
• •Prioritize "Benefit-Driven" Language Focused on Adventure & Quality: Instead of just listing features (e.g., "polarized"), explain the benefit ("crystal clear vision on the water," "glare-free adventures"). Connect product features to the aspirational lifestyle and the quality craftsmanship.
• •Maintain a Friendly and Engaging Social Media Persona: Respond to comments and messages promptly and with a personal touch. Ask questions in captions to encourage interaction and use emojis to convey approachability, mirroring their current successful social media engagement.
• •Showcase, Don't Just Tell, Australian Roots & Values: Weave in the "Australian owned," "family business," and "hand-finished" aspects into storytelling rather than just stating them as facts. This could be through behind-the-scenes content, sharing the "Our Story" more widely, or highlighting the local aspect in product descriptions and ads.

Social Perception

Positive (among engaged followers), Niche & Emerging, Associated with Quality and Local Business, Trustworthy within its customer base

Copy Examples

• •Chasing horizons and soaking up the Aussie sun. Our [Sunglass Model Name] shades: premium polarization for every adventure, without the premium price tag. Where will your Auroras take you next? ☀️ #AuroraShades #AustralianAdventure #Polarized #ExploreAustralia
• •Hand-finished in Australia, for your kind of style. ✨ From beach days to city strolls, Aurora Shades offers premium, polarized eyewear that keeps up with your life. Find your perfect pair – Aussie owned and designed for the views ahead. Shop now and see the difference! #AuroraEyewear #SupportLocalAU #SunglassStyle #AdventureReady
• •Adventure-Proof Style. Premium Polarized Sunglasses. Australian Owned. Discover Your Aurora.
• •Ready for Your Next Escape? Your Aurora Shades Are.
• •Meet the [Sunglass Model Name] – where rugged durability meets effortless style. Hand-finished with care right here in Australia, these polarized lenses cut through glare, offering crystal clear vision and 100% UV protection. Because premium shouldn't mean out of reach. Adventure on, we've got you covered.